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Don’t Be The Fat Kid Shooting 3’s In The Driveway

Contractor Marketing
If you’re serious about getting to $10MM, you’re going to have to Master internet marketing.

That’s Master, with a capital M.

Like Steph Curry is the Master of the 3-point shot.

But honestly, most remodelers are more like a fat kid hoisting 3’s in his driveway. They’re just not very good at internet marketing

But Mastery is non-negotiable—if you want to get to $10MM. Here’s why:

1.    Every lead you ever get from any source is going to check out your website. All of them. And if you’re not careful, your website will scare them off—without you even knowing it.

2.    There are a TON of prospects wandering around the internet just waiting to be captured by you… or somebody else who is better at doing so.

To learn more about the Make The Jump Event click here.

In terms of websites: yours MUST be fresh, clean, and current. It has to turn LOOKERS into BUYERS. You have to build a case for why you’re different and better than your competitors. You have to show them plenty of evidence. You have to be convincing.

Especially considering your prices are going to be 50% to 150% higher than your competitors.

Fat kid in the driveway isn’t going to cut it.

Want to see what your website SHOULD look like? Click here, here, here, or here.

If you want to learn more about what goes into a great website, watch this webinar.

Now let’s shift gears and talk about SEO & PPC.

These are two of the least understood weapons in the remodeler’s toolkits—because sellers of SEO & PPC have been ripping remodelers off for well over a decade now.

Everyone has stories of failure and doom. And most of them are true. You do have to be careful when wading into these waters.

But flushing SEO & PPC down the toilet because some company ripped you off makes no more sense than homeowners flushing remodeling down the toilet because contractors have a bad reputation.

Get over it—there are hundreds and hundreds of leads just WAITING to be captured.

Obviously, you have to have a killer website or else the prospects that land on your site are going to draw the natural conclusion that you suck. Airball.

But beyond that, what are the rules? How does it work? What should you do?

For SEO, it’s simple. You have to add TONS and TONS and TONS of relevant, interesting, and well-written content and add it to your site.

Every. Single. Month.

Content can mean articles, blog posts, videos, geographic-specific pages, product-specific pages, case studies, project photos, online reviews—just to name a few.

Google sees all that stuff and rates you higher than your competitors who don’t put in the time and effort to do so. It’s just that simple.

But still, most SEO companies try to shortcut the process. The key words above were “relevant, interesting, and well-written.” Most companies settle for poorly written, irrelevant, and uninteresting.

Fat kid hoisting 3’s in the driveway.

And they wonder why Google keeps crucifying them.

SEO to the level you need to get to $10MM is going to cost you about $1,200 to $3,000 a month—and it strictly depends on how aggressive and good your competitors are (at SEO).

Most of our clients are on a $1,200 a month plan and are riding first page (and many #1) rankings… and rising. A few of our clients pay double that because they are in super competitive markets, or they have a few really bad reviews that we have to bury. (note: bad reviews does NOT necessarily mean they are a bad company. It often means that some idiot jack-wagon has a vendetta against them. You also need to actively manage your online reputation and reviews).

Not doing SEO is not an option. It’s 100% mandatory.

But what about PPC?

To be a $10MM company, you’re going to want to Master this one as well.

To learn more about the Make The Jump Event click here.

Google recently changed the way its search results look. The top FOUR spots are now ads, then a map, and then the “organic” (SEO) results.

Take a look:

Roofing Dallas google search
Let me give you the short course on PPC, then give you some links to read more if you want.

PPC providers are worse than the SEO guys. There are a TON of them that have ZERO clue what they are doing. Most of them are simply taking your money and putting it on an online automated bidding platform that takes a huge chunk of the money you paid to use. You never know this except when you get crappy results. I want to emphasize—they literally have no idea what they are doing. None.

Fat kid in the driveway trying to shoot a medicine ball.

The few that don’t use an automated system have SOME clue, but almost always are generating fewer leads than you should be getting.

To get to $10MM, you have to find a great PPC company, then once you’re satisfied they’re good, SPEND AS MUCH MONEY AS POSSIBLE WITH THEM!

Why? Because every dollar they spend is going to bring you leads.

But not just leads. Leads from the people who are actively trying to find somebody to buy from!!!!

Once you have a great website and you’ve Mastered SEO & PPC, you’re ready to talk about MEDIA advertising. Radio and TV.

And radio and TV is what is going to make you a millionaire.

Next post, I’ll explain how.

Happy Marketing! For info about the upcoming 2-day seminar, click here.

P.S. Here’s a great webinar I did on SEO & PPC called “The No BS Webinar On SEO & PPC

make-the-jump

Click here to read more posts in my “Make The Jump” series:

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Webinar Posting: The No BS Webinar About SEO & PPC

Hey there, remodelers! Bad news for you—you are a bunch of stupid, ignorant, gullible idiots!

Or at least that’s what the PPC & SEO service providers of the world are hoping.

They look at contractors as “easy pickins” to sell their services to without any real accountability.

They know that it’s a pretty good bet that most remodelers don’t know SEO from a CEO. They don’t know PPC from the BBC. They know you’re probably good at building stuff and selling stuff… but they know that most remodelers’ eyes glaze over when the discussion turns to computer stuff, including online advertising.

In fact, they’re counting on it.

Then they swoop in, sell you a bunch of services that may or may not work, and then have the gall to tell you that IT IS WORKING, even when it is not.

They want you to be stupid. They prey on your ignorance.

And meanwhile, you spend a ton of money with a crappy ROI. You don’t get nearly the number of leads you should get. You get screwed.

And the worst part is, you usually don’t even realize what’s happening to you.

I know companies that spend over $1,000 a month for SEO services, and they rank well in search engines, but they get very few leads—sometimes none.

I know companies that spend thousands on PPC every month, and only get half as many clicks and a quarter of the leads they should—and they don’t even know it.

I’ve talked to hundreds of contractors of all types who pay a monthly fee for SEO and don’t have any idea how it’s working because they never get reports. They just shrug their shoulders and hope it’s working.

Which is exactly what they are counting on.

And it’s all a crying shame.

And I’m here to fix it all—every single bit of it.

That’s what this webinar is about—to educate you on what you REALLY need to know about SEO and PPC.

I’m going to talk to you for almost an hour and a half and EXPOSE all the BS tactics that most internet marketing services sellers use to bamboozle you into thinking they can increase your home improvement leads.

I’m not going to use any high fallutin’ language. I’m going to only use words you can easily understand.

I’m going to help you understand—clearly and plainly—what goes into SEO for contractors… what really makes it work… and what really makes it MAKE YOU MONEY.

I mean let’s face it: you don’t really give a rat’s butt about keywords and page rankings, do you? At the end of the day, you want home improvement leads. Lots and lots of them. And you don’t want to pay a fortune for them. Highly qualified, cheap leads. Wasn’t that the promise of the internet in the first place? What the heck ever happened to that?

But here’s the deal: you have to understand the basics. You have to know what to look for, what questions to ask, and when to call BS.

I’m going to show you that.

I’ll talk about what I call the SEO Pyramid—the 4 most important components of a GREAT SEO campaign, and how you can do it.

Most of these SEO guys talk about Google like it’s a shrouded mystery that only the anointed can comprehend and master. They make it sound like Google wants you to fail, and that Google is constantly changing the rules to make it impossible to succeed.

That’s a major league load of crap.

Google wants you to be successful! They want people to find what they are searching for. But they also know that lots of companies are going to try to cheat. They’re going to use unethical and deceptive tactics to get rankings they don’t deserve. It’s not that hard to find success. There are simple, unchanging principles that govern it, and I’m going to expose all of it to you so you finally get it.

You’re going to have a 1,000 watt light bulb go on over your head.

I’ll also show you stuff that has to be present on your website to convert the traffic you DO get. After all, if a contractor’s website gets a ton of traffic–and it doesn’t convert to leads and sales–then what’s the point?

By the way, did you notice how all the nerds that run all the SEO companies never talk about conversion? It’s because they have no clue how to achieve it. In fact, when they DO muster a guess, they are usually wrong, to the detriment of your results.

I don’t care if you’re a tiny half million dollar window company… or a $20 million dollar kitchen and bath remodeler. What I’m going to teach you is going to blow your mind. And it will work.

Then I’m going to talk about PPC. Pay per click.

Man, talk about a den of thieves.

You already know there are a bazillion PPC guys out there just drooling over your PPC budget.

And almost all of them are going to screw you over—sometimes intentionally, sometimes out of ignorance. Either way, you lose.

I’m going to show you how to analyze your market so you know how much to spend. How to write the ads, and how to get the most bang for your buck. I’ll show you the best time to place your ads, and when your ads should NOT be running.

And most importantly, I’m going to show you how to judge PPC results based on LEADS AND SALES… not click and impressions.

Yes, LEADS AND SALES. That’s what you’re really paying for, isn’t it?

Look, I know there are lots of PPC webinars and SEO webinars. This one is different—it’s going to show you the REAL DEAL. You will walk away smarter, wiser, and richer.

And probably furious. When you realize you have a giant corkscrew stuck in your back.

But hey, onward and upward, right?

Let’s get together on July 9 and talk about it. You’ll be glad you did.

What You Will Learn

  • Why there is no accountability in the world of SEO & PPC
  • How to judge an SEO or PPC company before you hire them
  • The SEO Pyramid: unchanging principles that bring success
  • The two biggest PPC killers
  • How to determine budgets… and how to interpret results.
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Know When To Hold ‘Em, Know When To Fold ‘Em

The First Step Is To Realize You’re Holding The Poo Poo Platter. The Second Step Is To Do Something About It.

The First Step Is To Realize You’re Holding The Poo Poo Platter. The Second Step Is To Do Something About It.

You’d Never Tolerate A Terrible Salesperson.
So Why Put Up With An Underperforming Website?

Don’t Do This: Contractor Websites

By Rich Harshaw

Note: This article is part of Monopolize Your Marketplace’s ongoing “Don’t Do This” series. Sometimes it’s just as helpful to know what to avoid as it is to know what to do.

Imagine for a moment you were in the market to hire a new salesperson.

After checking around, you luck out and hear about a guy who’s been in remodeling sales for fifteen years. He recently moved here because his wife got a promotion at her job, and he’s looking to get back to work. He comes in for an interview and says all the right things; he looks the part; he clearly knows the industry. You call his former employer and get a good report—this guy knows how to close. You negotiate a modest base salary and generous commission package and he signs on. You put him through your closing methodology training and he quickly absorbs everything.

In other words, everything is perfect.

After a few weeks of training and shadowing your top producer, you hand him ten home improvement leads… and he comes back with one sale. Your company’s historic closing ratio is 32% first-call close, and 40% after reeling in stragglers.

Yikes.
Read More

How To Use Customer References The Right Way

It sounds crazy, but giving references right on your website will build trust faster than just about anything else you can do.

It sounds crazy, but giving references right on your website will build trust faster than just about anything else you can do.

It sounds crazy, but references right on a contractor’s website will build trust faster than just about anything else.

Don’t Hoard Them Up Like A Squirrel Storing Nuts For The Winter…

Make Them Freely Available To Anyone, Anytime, Anywhere!

By Rich Harshaw

Here’s a crazy idea: what if you gave your prospects customer references on your website?

I’m don’t mean testimonials. Those are fine, but not what I’m talking about.

And I don’t mean online reviews. Those are even better than testimonials… and any home improvement website should have them as well. But that’s not what I’m talking about either.

I’m talking about a list of names, phone numbers, cities, and project types of actual customers, sitting right there on your website, in plain view.

Like fifteen of them. Or twenty. Or thirty.

Without the prospect having to fill out a form.

Or even identify themselves at all.

I’m talking about a list of current customer references just sitting there on your home improvement website for anyone and everyone to see and call… with no strings, no restrictions, and no conditions.

Told you it was a crazy idea!

Read More

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